CBD: Target Audience Research

CBD Advertising Research

In our previous articles we have established that the CBD market has a huge growing potential and the target audience is still growing. This time we would like to focus on researching the target audience to help our publishers to target their ads more effectively.

Who buys CBD?

Recent CBD boom has created great demand for CBD products and there’s a good reason for it. Cannabis industry is a big hope for people who are looking for treatment for conditions traditional medicine can’t help with. Marijuana legalization is slowly happening throughout the US and Europe and it also shares the spotlight with CBD: non-intoxicating and allegedly not less potent cannabinoid. The trend spreads mostly online: according to this report, 38% of people found out about CBD from Internet research. 

Let’s start with the alleged effects of CBD:

  • Reducing stress and anxiety
  • Helping with depression
  • Normalizing sleep
  • Helping to alleviate chronic pain
  • Combating menstrual pain and PMS symptoms
  • Improving skin

As you see, there are a lot of potential benefits and this means the potential audience is also vast. But is it homogenous and simple? Let’s find this out.

Target Audience Characteristics

From the reasons people use the products we can predict the kind of person that would be a great potential buyer. Or rather kinds of persons, because there are at least two different profiles when it comes to CBD oil alone, not even taking into account topicals, edibles and vapes.

First let’s look at the age of the potential audience. If we’re talking about young adults who use social networks like Instagram and are the target audience of influencer marketing (ages 18-35), top conditions people are looking for help with are stress and anxiety. It can be summed up as a wellness-oriented audience that looks for natural remedies for mental health issues. This is the less conservative part of the audience and they are open to “recreational” CBD use making it possible to market edibles, clothes and beauty products to them.

When it comes to the older public (55+) it becomes more about pain management and chronic conditions. This is not the same audience as millenials and they are probably far less interested in CBD-infused frappuccinos and gummy bears. Even the preferred platform is different: this demographic mostly spends time on Facebook.

This article sums up data about the use of the term “CBD” on social media and shows the slight division between the types of audience.

Summary

Through our research we determined two key target demographics: 

Younger users (18-35):

CBD Use: stress and anxiety relief, recreation, beauty

Key products: Oils, edibles, vapes, topicals

Preferred platforms: Instagram, YouTube, Twitter

Channels: influencer marketing, targeted ads

Senior Users (55+)

CBD Use: chronic pain relief

Key products: Oils, topicals

Preferred platforms: Facebook, Twitter

Channels: native ads, infomercials

This doesn’t mean people outside of these groups shouldn’t be targeted, or only these platforms are worth trying. The rise of new social networks giants such as TikTok promise big perspectives with its growing audience. The problem of official ads legalization still remains at the moment of this article’s publication, so further research will be needed when the official marketing channels are open.

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